marketing
Paid Advertising / PPC
Paying platforms (Google, Meta, LinkedIn) to put your message in front of targeted audiences.
Definition
Paid advertising covers Google Ads, Meta Ads (Facebook/Instagram), LinkedIn Ads, YouTube Ads, and others - paying platforms to deliver your message to a targeted audience. The mechanics: you set a budget and bid, the platform optimizes delivery, you pay per click (PPC) or per impression (CPM). Paid is fast (results in days, not months) but expensive and competitive. Successful paid advertising requires clean attribution (knowing which ad produced which conversion), tight targeting, and constant optimization. Without those, paid is a slow drain.
In your business
- →Set up conversion tracking before running a single dollar of ad spend - otherwise you fly blind
- →Start narrow with targeting - go broad later once you know what works
- →Track ROAS by campaign, not aggregate - kill losers fast, scale winners